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Photo: Kevin Mazur / Getty Images
Remember when every movie had an ARG attached to create a hype, and you couldn’t call yourself a true movie buff if you weren’t going to geocach to find like, a Cloverfield bobblehead in the Gaslamp district of San Diego? Well, that energy got transferred to the album releases. In the wake of Tyler, the creator’s poster campaign for Call me if you get lost and Taylor Swift’s cryptograms, Drake teases the Boy in love certified features with electronic billboards across the country. Billboards were spotted in Chicago, Atlanta, New York, Memphis and Los Angeles – each hinting at different artists in attendance CLUB. New York announced “the GOAT” (Jay-Z); Atlanta gave us Young Thug, Future, 21 Savage, and Lil Baby; Giveon and Ty Dolla $ ign were advertised on an LA billboard; Yebba and Project Pat were announced in Memphis; and Lil Durk was announced in Chicago.
This poster campaign is seen by many as a response to Kanye’s Donda release style. Rather than having big evenings of listening in the arenas, Drake plays it relatively low-key. Except to buy a billboard in Chicago, thisthis is the drama.
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